AI ISN’T ABOUT REPLACING PEOPLE: IT’S ABOUT MAKING BETTER DECISIONS, FASTER.

Justin has overseen the building of one of the UK’s most significant vertically integrated melon businesses in just a few years, demonstrating the power of experience, innovation and the unique strengths of the Spalding cluster. 

Melon and Co’s growth has been rapid and striking. In its first year, the business achieved a turnover of £52 million, rising to £82 million by 2025, with projections of reaching £90 million in 2026, all while employing just 21 people. This success is underpinned by a highly experienced team, many of whom have worked with Justin for over two decades, creating a culture built on trust, continuity and deep sector expertise. 

As Justin puts it, the business may look like an overnight success, but it is the result of a lifetime of relationships, knowledge and experience coming together at the right moment. 

For Justin, establishing Melon and Co in Spalding was both a practical and strategic decision. From a Saturday boy in a greengrocer’s shop, to co-founding a multi-million turnover company, he wanted to keep the business and growth local.  The town remains at the heart of the UK’s fresh produce industry, with around 30% of the nation’s produce activity concentrated in the area. This density of growers, importers, logistics providers and support services creates a powerful ecosystem that is difficult to replicate elsewhere. 

Equally important is the local workforce. Lincolnshire offers a concentration of highly skilled professionals with generations of experience in produce, alongside an infrastructure that supports everything from importation to distribution. During the disruption of COVID‑19 and Brexit, this ecosystem proved critical. Access to trusted people, logistics networks and facilities enabled Melon and Co to launch and scale in circumstances that would have been extremely challenging in another location. 

At the heart of Melon and Co’s model is total integration with Citri&Co Group production and supply chain control. The business represents the UK arm of large-scale farming operations in Brazil, covering tens of thousands of hectares and employing thousands of people. This level of integration allows for the delivery of consistent availability, improved quality control and increased resilience, whilst maximising cost effectiveness.  

Operations are conducted at a significant scale, with Melon and Co moving between 100 and 150 containers of fruit each week. To support this, the company has developed robust logistics solutions, including chartering vessels, securing port access and maintaining flexibility through multiple shipping channels. These measures provide greater reliability and control, particularly at a time when global supply chains are increasingly exposed to disruption. 

Fresh produce supply chains are highly dynamic, with demand often fluctuating dramatically based on external factors such as weather, war, and political unrest. For products like melons and mangoes, consumer demand can surge almost overnight, while supply must be planned weeks in advance due to long shipping lead times. 

To manage this, Melon and Co places particular emphasis on aligning supply with consumption patterns, ensuring availability while minimising waste. Resilient logistics are central to this approach, as is a willingness to explore new models and partnerships. Justin also highlights the importance of collaboration across the industry, noting that complimentary categories can benefit from working together to strengthen shared supply chains and capacity. 

While Melon and Co serves the UK market extensively, its operations are strongly international. Some of its largest customers are based in Europe, reflecting the global nature of modern fresh produce trade and the opportunities this presents for businesses in Lincolnshire. 

Despite the scale and importance of the sector, Justin believes local infrastructure needs to keep pace. Spalding handles more than a million lorry movements each year, yet transport links remain limited, creating inefficiencies and delays. 

Digital connectivity presents a similar challenge. Whilst global supply chains rely on seamless communication and tracking, local connectivity can lag behind, particularly in rural areas. For Justin, addressing these issues is essential if the region is to fully capitalise on its economic potential. 

“There’s incredible global connectivity in our supply chains, but locally, we’re still catching up,” he observes. 

A defining feature of Melon and Co’s approach is its use of data and artificial intelligence to drive decision-making. The business captures and analyses millions of data points, covering everything from growing conditions and transport temperatures to arrival quality and customer demand. 

This level of insight enables the company to optimise operations in real time, improving forecasting, reducing waste and increasing efficiency. It also allows the business to operate at scale with a relatively small team, demonstrating how digital tools can transform productivity. 

Justin is a strong advocate for wider adoption of these technologies across the sector, particularly among small and medium-sized enterprises. With the majority of global trade driven by SMEs, he believes digital adoption is essential for maintaining competitiveness. 

“AI isn’t about replacing people, it’s about making better decisions, faster.” 

Looking ahead, Justin sees significant opportunities for growth across Lincolnshire’s fresh produce sector. Innovation will be a major driver, with technologies such as AI, automation and robotics offering new ways to improve efficiency and resilience. However, this must be matched by investment in infrastructure, particularly transport and digital connectivity, to support future expansion. 

Another priority is talent retention. While the region has a strong skills base, more needs to be done to retain young people by highlighting the diverse and rewarding careers available within the sector. From international travel to advanced technical roles, fresh produce offers far more than is often perceived. 

At the same time, changing consumer behaviours present long-term opportunities. A growing shift towards healthier, more plant-based diets is increasing demand for fresh fruit and vegetables, reinforcing the importance of the sector in addressing both health and sustainability challenges. 

Finally, collaboration remains key. Initiatives such as the Fresh Produce Network and UK Food Valley plays an important role in bringing the industry together, enabling shared challenges to be addressed and opportunities to be maximised. 

The fresh produce industry is evolving rapidly in response to globalisation, technological change and shifting consumer expectations. For Justin, the message is clear: businesses must adapt or risk being left behind. 

Lincolnshire, with its concentration of expertise, infrastructure and ambition, is positioned to lead this transformation. With the right investment and continued collaboration, the region can strengthen its role not just as the UK’s food basket, but as a globally significant hub for fresh produce. 

“Produce runs through the veins of this region,” Justin says. “If we invest in it properly, the opportunities are enormous.” 

Justin was interviewed by Jess Foster at the UK Food Valley, managed and funded by Lincolnshire County Council.